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by Beth Jackson
on April 27, 2015

Have you ever clicked on a site and become immediately frustrated with the complicated layout and poor design? You know how this makes you feel, so why give your prospective clients that impression?

The truth is, the way your website looks does matter to your customers. Information architecture is the way in which your website is set up and it has a huge effect on your audience. It is the way you organize and label the individual components of your site such as your main menu, your blog, and even the way content is displayed to your readers. Ultimately, your website architecture can define how well you nurture your site visitors into making a buying decision with your business.

What Your Website Looks Like Does Matter

The goal if any website is to provide information and to connect buyer and seller. This can only happen if both parties can easily access the information needed in the right manner. Website architecture allows that to happen.

What steps should you be taking to lay properly out your website to properly communicate your message?

 

 There are four steps you need to keep in mind as you set up and establish your website:

  1. Your architecture needs to assure visitors that they are in the right place. It is important that your website tells visitors right away that they are in the right place to get the information they need. They will not keep reading if they think they are in the wrong location.
  2. It needs to make it easy for your visitors to find what they are looking for. Again, people will not stick around long before moving on to a better-organized site. It should offer easy and clear navigation and a search option.
  3. It needs to provide the visitor with all information about their options. This means connection pages with links or providing additional information about products related to what they are looking for. People want and need information to make their decisions. They want options or to learn more.
  4. Finally, it needs to tell them what to do. This is often called a "call to action." It is the way in which you will tell your readers to come to you. This may be a "call now" type of CTA, or it may tell your readers to take some other type of action.

 

Website architecture is what helps your website to be usable and effective

In addition to laying out all of this information, it also needs to direct customers from the information they are looking for to that purchase. The right layout and organization can encourage your customer to move through the process one step at a time to buy or sign up. 

Ultimately, if your website is not performing well, but you have great information, a good product or service, and plenty of traffic, it may be your website architecture holding you back. With an improved layout, you can lead customers to the information they need and right to the page to buy from you without ever leading them astray.

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